Page 42 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | The Categories
Food and Drink | Beer

Most of the regional beers are owned by Advertising, marketing Action Points for Brand Building
Spotlight
one of the major global players. Harbin, Insight
which is strong in Northeastern China,
and innovation
is a subsidiary of AB InBev, which also Changing tastes 1. Remain relevant
3. Emphasize the local

markets other brands, including AB InBev’s Budweiser remained the and habits shape Tap into the cultural context around Beer is a global industry built on the
Budweiser, in China. Yanjing remains
King of Beer in title, and its brand value Brand stories build beer consumption
consumers and tell engaging stories that legacies of local brewers. Those legacies
the only Chinese brand without
increased 25 percent, but Bud Light was
a foreign partner and with intentions the preferred beer in America, one of customer interest connect consumers and their aspirations.
are a source of strength, as they signify
to remain independent.
the only markets dominated by light in both local and Mature market consumers haven’t authenticity, quality and trustworthiness.
2. Celebrate the product
beers, including the MillerCoors brand international beers
lost a desire for beer, but they’ve
Miller Lite.
changed their beer drinking A lot of beer communication is about the
habits. They’re consuming
drinking experience rather than about the
Insight
Marketing and innovation sometimes Knowing where a product has less and instead looking for beer and its quality and taste. But today,
came down to the shape of the bottle. been produced gives consumers distinctive taste or experience. consumers often are looking for a unique

Heineken changed the shape of its a sense of conidence around This trend is especially true of or distinctive taste.
familiar green bottle, adding a long neck their choice. However, there
younger drinkers, the Millennials.
Local beers and to create a sleeker look and appeal to is a tension between the two Consumption remains higher in
younger drinkers, the same group AB sides of this trend – localism
fast growing markets where the
global premium InBev intends to reach with the cobalt and provenance. On the one interest in a distinctive taste
blue bottle of Bud Light Platinum.
hand, the desire to support and or experience is present but
brands shape brewer
portfolios
feel part of a community helps
less important.
Corona continued its “Find Your Beach” to drive the interest in beers
campaign, emphasizing individuality and brewed locally – such as craft Like to try new drinks
The major global players are featuring the Corona bottle topped with beer or local national brands. On
managing brand portfolios that the ritual slice of lime. In an appeal to the other hand, the aspirational Europe

are much more diverse. Whereas America’s Millennial and Latino drinkers, appeal to tasting something
before the major global brewers Corona offered a draft version of the produced in another part of the 53
would acquire local brands
beer, an early indication of how AB InBev world is boosting premium world Insights: BrandZM BigData
and consolidate them into their intends to grow the brand.
beer portfolios. In both cases,
systems, today there is a mix
authenticity around origins is vital US

of the global brands and the Stella Artois reached Millennials by as well as transparency.
Globally owned, Meaningful
local brands. That’s a change in focusing on the glass, or chalice, rather regionally distinct
strategy as the global brewers than the bottle. The chalice and the Anna Managó
LatAm 105 44
use local brands in local markets. pouring ritual dramatize the beer’s Project Director
And the international premium premium positioning. Stella created an Added Value The consolidation of beer brand
brands are riding on the back of app that enabled people to send friends A.Manago@added-value.com
ownership has not eradicated the Europe 111
Brazil

these local jewels.
a virtual chalice of Stella, redeemable for regional preferences and attitudes within US 99
a real beer at selected locations.
the beer category. Among The BrandZM 21
Nick Cooper
Global Top 10 most valuable beer brands, Different
Managing Director
And people who registered through four are from Latin America, while
Millward Brown Optimor Facebook for the Stella Artois holiday Europe and the US have three each.
LatAm 110
nick.cooper@millwardbrown.com
Beer drinkers age 25 to 34 who are more
promotion had the option of receiving a The Latin American brands are Europe 125
likely to try a new drink
surprise gift or passing the gift to a meaningful, different and the most
friend. Passing the gift earned a donation salient (meeting consumers spontaneous
to a charity and, for those with the needs and aspirations). European brands US 99
longest gift chains, entry into a are driven by greater premium and
Salient
sweepstakes to win a hand-blown crystal differentiation, while those in the US
chalice. Stella Artois brand value are generally less distinct.
LatAm 104
improved 30 percent.
These distinctions also are evident in Europe 99
Russia’s Baltika, owned by Carlsberg, the contrasting brand personalities.

found a stealth way to air traditional Latin American beer brands are “sexy,” US 98
commercials despite the national ban on “playful” and “fun.” Those from Europe
beer TV advertising. A sponsor of the are more “desirable” and “brave,”
Sochi Olympics, the brand promoted its while the US brands have less
non-alcoholic Balitika 0 brand. By distinctive personalities.
inference, the spots also reminded
Source: BrandZM database
viewers about the rest of the beer’s All brands average = 100
range, which is also branded Balitika Source: TGI 2013 / Base: All beer drinkers
followed by a number that distinguishes Percent who agree: I like to try new drinks.
each taste variation.
Europe includes the UK, Spain, Germany and
France.

82 BrandZM Top 100 Most Valuable Global Brands 2014
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